EE

Comet supported the development and rollout of the Compass solution.

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EE

Comet supported the development and rollout of the Compass solution.

Everything Everywhere (EE) is a mobile network operator and Internet service provider and also the largest mobile network operator in the UK, with 27 million customers. Formed in 2010 through the merger of Orange and T-Mobile, it was the first mobile network to roll out 4G. With 16,000 customer service agents across 3 brands, Orange, T-Mobile and EE, and across multiple business segments through both the call center and retail store channels, the company engages in 130 million customer interactions a year.

Business Challenges & Goals

Business Challenges& Goals

Business Challenges & Goals

Business Challenges& Goals

In 2007 the telecommunications industry was a very competitive and complex environment; the market was saturated with heavily subsidized deals, and brand loyalty was a fading principle. Orange UK, then the third-largest network provider, faced its toughest challenge—how to retain customers while controlling the investment in them.

To tackle the problem it was clear that a number of changes were required with focus placed on the organizational structures and technical systems required to effectively implement an improved retention strategy.

The Centralized Decisioning Program was established to deliver a series of business change initiatives that supported the company’s goals.

Business Challenges & Goals

In 2007, EE faced its toughest challenge—how to retain customers while controlling the investment in them.

They envisioned a central “decision hub” that delivers actions and offers in any channel aligned to customer value and customer needs.

They were looking for effective ways to:

Increase revenue per customer

Use a real-time customer context to increase acceptance rate

Improve customer experience by offering the right products

Reduce operational costs by making the right offers

The Results

Comet has delivered...

The Results

Comet has delivered...

Since implementation in 2007 it has delivered:

Replatform and upgrade of Decisioning solutionsExtension of Compass into “Next Best Action” and retention solutions for both consumer and small business areasImplementation and rollout of Decisioning to all Orange, T-Mobile and EE customer agentsFull rollout to Orange, T-Mobile and EE retail storesSupport of Orange, T-Mobile and EE campaign management solutions

Comet Global Consulting has been supplying expert business strategy & implementation resources to Orange and EE since 2007. Comet resources are highly skilled, reliable and committed and have been key to the successful delivery of our customer lifecycle management program.

— Leana Kielkowicz, Head of IB Campaign Strategy & Delivery | EE

Orange

Comet provide business and technical consultancy throughout the project.

Orange

Comet provide business and technical consultancy throughout the project.

Orange UK selected Chordiant Decision Management (now Pegasystems) and Comet Global Consulting to support the strategy and implementation and provide business and technical consultancy throughout the project.

This project, known as Centralized Decisioning, had the objective of delivering a robust customer lifecycle management solution across every customer touchpoint.

Comet expertise has supported the development and rollout of the Compass solution and has maintained a long-term relationship since 2007 that has delivered:

Major replatforming and upgrading of Decisioning solutions, constantly enhancing the original implementation.

Extension of the Decisioning Platform into “Next Best Action” and retention solutions for consumers and small business customers.

Implementation and rollout of Decisioning to all T-Mobile and EE customer service agents, including integration with existing T-Mobile customer service applications.

Full rollout to Orange, T-Mobile and more recently EE retail stores.

Support of Orange, T-Mobile and EE Unica and Chordiant campaign management solutions.

A team of more than 30 specialist Comet consultants has supported Orange, T-Mobile and EE with Project Management, Analysis, Design, Logic Development, Testing and Business as Usual on site in the UK and from the Comet Customer Interaction Center in Barcelona.

Project Results

Project Results

Project Results

Project Results

The CRM solutions have now been rolled out to more than 16,000 customer service agents across 3 brands, Orange, T-Mobile and EE, across multiple segments of the business and through the call center and retail store channels.

The solutions now allow EE to balance commercial priorities with what is right for the customer and improve retention and new business. In addition, customer service agents are far more commercially aware and able to offer customers personalized and more relevant offers, which means they stay loyal longer.

More recently the focus of the project has moved to integrating the CRM solutions across Orange and T-Mobile for the launch of the new EE brand and to support the delivery of the UK’s first 4G mobile services alongside fiber optic broadband. Comet continues to support EE, Orange and T-Mobile with rollout, adding new products and services and the integration and enhancement of solutions.

They have improved customer engagement, increased customer value, reduced the use of more expensive outbound channels and improved customer satisfaction.

Not only are we retaining the right customers, and we are retaining more of them, we are growing their value. And that is really important, and that is key to success of the system, and it’s key to the acceptance of the tool we have had internally.